Why visitor feedback and NPS are essential to growing your attraction

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Why visitor feedback and NPS matter for your attraction's growth

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Learn how emotional feedback and NPS can drive bookings, loyalty and improvements - without adding admin. Real-world examples from farm parks, zoos, and more.

Your visitors are already telling you how to grow your business - you just need the right way to listen.

Why visitor sentiment matters more than you think

You track bookings. You manage capacity. But how often do you measure how your guests feel?

That emotional response - how welcome they felt, whether their kids were engaged, if they’d recommend you to a friend - is the real driver of loyalty, word-of-mouth and repeat visits. And it’s exactly what visitor feedback and Net Promoter Score (NPS) capture.

NPS turns emotion into data. At Beyonk, we’ve seen that visitors genuinely want to share detailed feedback - especially when they’ve had a great time. The insights they leave are often your most valuable growth tools.

In this blog, we’ll explore what NPS is and why it’s important for attractions of all sizes. We’ll show you how to turn visitor feedback into smarter decisions, share real examples from farm parks, soft play centres, and seasonal events, and explain how to automate the process to save time and reduce admin.

What is NPS, and why does it matter?

NPS (Net Promoter Score) is based on one simple but powerful question:

“How likely are you to recommend this to others?”

Visitors respond on a scale from 0 to 10. Those scoring 9 or 10 are your Promoters - enthusiastic guests who are likely to return and spread the word. 7–8s are Passives. And 6 or below are Detractors - people who are unlikely to return, and likely to leave a poor review.

This isn’t just a feel-good metric. It’s a direct view on what guests value most - and where you might be falling short.

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Put simply: NPS helps you measure emotional connection, not just attendance figures.

Track how people feel - not just what they booked

Bookings show what’s popular. Feedback shows why and what could be better.

Example: Spot seasonal challenges 🌤️

A pick-your-own farm noticed NPS scores dipped towards the end of their season. Visitors were still arriving in good numbers, but feedback revealed a clear pattern: flowers and fruit were past their best, and guests felt let down. That insight helped the team better manage expectations, update marketing copy, and adjust scheduling (and price variations) for next year.

It’s real-time emotional feedback that helps prevent long-term reputation damage.

Quickly test and validate new experiences

Trying something new? NPS gives you instant clarity on how it landed.

One zoo trialled evening events at their attraction. Bookings looked promising, but it was the immediate NPS scores and comments that confirmed their success. Guests praised the atmosphere and value, and the team used that feedback to confidently scale up for the next season.

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Top tip: NPS gives you fast, honest visitor feedback - without needing lengthy surveys.

Let your guests write your best marketing

Alongside the score, visitors often leave a comment, and this is where the marketing gold lies.

Many Beyonk users have seen that guests love calling out what stood out. One farm park saw a consistent theme: “the staff were so friendly” appeared week after week. They began sharing those testimonials across their website and social media, reinforcing one of their biggest brand strengths.

And it’s not just staff. Visitors regularly highlight food and drink as a key memory, praising specific café items or recommending menu favourites. If it’s working, lean into it. Promote it more, or even create upsell packages based on what people are loving.

Show you’re listening and build loyalty for life

A single thoughtful response to feedback can turn a passive visitor into a returning advocate.

Example: Healthy snacks win repeat visits 🍎

One soft play centre added healthy snacks after a parent shared feedback and followed up directly. That guest rebooked and left a glowing public review.

Example: Quiet sessions open new audiences 🤫

Another provider spotted recurring mentions of noise sensitivity in feedback, particularly from families with neurodiverse children. They responded by introducing quiet SEN sessionswhich not only improved satisfaction, but opened up a whole new audience segment.

Visitors who feel heard are more likely to return - even if something didn’t go perfectly.

More feedback, more insight and without the extra effort

At Beyonk, we’ve seen that guests are far more likely to leave thoughtful feedback when it’s easy and private.

In just the first three months of launching experience NPS, we saw over 30,000 responses. Across our platform:

12% of bookers responded to the NPS question

Nearly 6% of all bookers left written comments - 5x more than typical Google reviews

Some providers see even more, with response rates over 30%.

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Top tip: Because feedback goes directly to you, it’s often more honest and constructive - making it easier to improve.

Best of all, this increase in feedback hasn’t impacted Google review volumes. If anything, it supports them by improving satisfaction first.

Use feedback to make better business decisions

When multiple visitors say the same thing, it’s time to act.

One attraction saw repeat comments praising their guided animal encounters. They added more sessions, promoted them more prominently online, and even introduced paid upgrades. It was a direct revenue boost, driven entirely by visitor feedback.

Others have used NPS to spot layout issues, test new signage, or tweak event timings - all with measurable results.

Automate it and reduce admin while gaining insight

With Beyonk, NPS and feedback collection are built in and automatic.

After their visit, each guest is prompted to rate their experience and leave a comment.

You can:

✔ Track overall and per-experience NPS

✔ See comment trends over time

✔ Identify keywords and sentiment themes

✔ Follow-up with customers

✔ Share reviews with one click

It’s a seamless process that gives you rich insight with zero added admin.

What this means for your attraction 🫵

NPS and visitor feedback aren’t just ‘nice to have’ - they’re essential tools to:

✔ Uncover what your guests truly value

✔ Rapidly enhance the visitor experience

✔ Foster emotional loyalty that drives repeat visits

✔ Transform positive feedback into powerful marketing assets

Best of all, with automation, you gain valuable insights without adding to your team’s workload, freeing them to focus on what matters most: delivering brilliant experiences.

Ready to turn feedback into growth?

Schedule a demo to see how Beyonk can help you capture, understand, and act on visitor feedback - all while reducing admin and boosting bookings.